Many times we’re asked to present a plan for the next 30 – 60 – 90 days of a paid search program. This makes a great deal of sense when we bring a new client on board and have to fix or re-build their program. It takes time to build out a program comprehensively and laying out the priorities helps manage expectations. After that point that request for a “vision” or “plan” reveals a fundamental misunderstanding about the nature of paid search marketing.

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